‘We hope to raise the profile of Argentinian wines’

Last October, history was made. For the first time ever, an Argentinian winery signed with a Premier League football club.

Bodega Argento Fulham FC partnership

So who’s the winery in question? Bodega Argento. And which club picked it as its first Official Argentinian Wine Partner? Fulham FC, of course. Speaking to the drinks business, Rafael Calderon, MD of Grupo Avinea, gives two key reasons for sealing the deal. One, it’s a commercial no-brainer, able to boot the South American wine brand to the next level. Two, the winery’s ethics aligned with the club’s from the very beginning. So you could say it’s a perfect match, and not the kind that happens on the pitch.

The feeling is mutual. Fulham FC’s commercial director Jon Don-Carolis has previously commented on the two companies “aligned synergies”: heritage, authenticity, sustainability and service excellence. As part of the three year sponsorship pact, Argento wines are served up at 27,800 capacity stadium Craven Cottage, and at the buzzy new leisure complex opposite the grounds – Fulham Pier.

The partnership will see Fulham FC and Bodega Argento complete a trio of seasons. The first has already taken place, and the focus was on raising brand awareness. Inside the stadium, Bodega Argento LED signs flashed every home match. Not only did attendees see this in real time, but the TV screens of footie fans lit up at home, adding to the advertorial value. The winery also posted to Fulham FC’s 5.8 million social media followers and direct mailing list to push the brand. “We were doing activation in the UK previously, but very ad hoc,” says Calderon. “To have access to the social media, TV platform and mailing list, it was a big deal for us.”

Looking to season No.2, the companies’ shared ethics will be paramount. In 2021, Fulham FC was crowned the most ethical club in the Premier League by the FIFA Ethics and Regulations Watch organisation, following an audit of areas including diversity and inclusion, sponsorship, finances, fan relations and social responsibility. Notably, the club spearheads non-profit The Fulham Foundation, which focuses on the pursuit of building better lives through sport. For Bodega Argento, one of Argentina’s largest fairtrade wineries, this moral philosophy is vital.

Ethically aligned

“Part of the agreement is that we organise trips to Argentina once per season,” Calderon continues. “Some of our projects in Mendoza support kids sport and football clubs in rural areas of Mendoza Province, so it would be great to get some football coaches from Fulham to coach kids for a few days. We support the sports clubs with football equipment, and it would be good to have some free-of-charge football equipment from Fulham to be able to supply those kids for training in Mendoza.”

And then, the final season will tie together commerce and ethics. By this point, the winery will start seeing the fruits of the first year, like new listings, business and retail relationships. “Season three will be consolidating, and for us to analyse a continuity of the partnership,” Calderon adds.

Still, he’s already seeing an uptick in on-trade listings. Customers visiting Fulham Pier seriously “enhances and increases” the producer’s brand visibility. London’s newest riverside destination, which was spearheaded by Fulham FC owner Shahid Khan, opened its doors in June. Surrounded by striking artwork by British-Nigerian artist Yinka Ilori, the multi-million- pound project took close to a decade to complete, and now entices a melting pot of clientele – from footie fans, to Thames joggers, local couples and families. And if they fancy a bottle of Malbec in the food hall, private members’ club, events spaces or in the beautiful restaurant Brasserie Constance by Michelin star chef Adam Byatt, it’s Bodega Argento they’re drinking.

This month the boutique Fulham Pier Hotel joins the line up, with the spa and rooftop pool following in 2026.

Eyes on the goal

In this way, Fulham Pier provides a key premium channel to drive the winery’s growth in London and UK markets. “Having access to the restaurant, to the members’ club, with our branded wines, adds commercial value. We would sell some volume through the stadium and the pier, which is open every day,” adds Calderon.

And while he hopes the Premier League’s global fanbase will drive international awareness in places (especially in Brazil; “they’re football crazy”), the investment is UK-focused. It’s an interesting pick for a stereotypically beer-loving nation, with Brits knocking back 60.5m pints at the UEFA Euro 2024 Championship. But Calderon reckons that among Fulham’s affluent clientele there are likely to be wine-drinkers. And while he hopes to boost Bodega Argento, the mission is bigger than one singular winery: “We hope to raise the profile of Argentinian wines.”